By Jon Holiday/Owner – Radio Consulting Services
We live and breathe radio, but our listeners are juggling busy lives—family, work, and endless to-do lists. Radio is free and always available yet competing for attention has never been tougher. What matters to us must matter to them, or we risk being overlooked.
With the Spring ratings survey kicking off in early April, ask yourself:
- Do listeners know who you are and what you’re famous for?
- Does your on-air content align with your marketing and branding?
- Even with little to no external promotion, are you maximizing ways to increase tune-in?
Success often comes down to doing the basics well. Here’s where to start:
Make Your Station Memorable
- Mention station name and frequency often, even in PPM markets it matters.
- Reinforce how to find your station-frequency, app, smart speaker, and online stream.
- Are you selling your station or just stating the name, frequency, and slogan?
- Make it compelling and engaging!
Timing Matters: Be Consistent
Even loyal listeners (P1s) rely on habits. Radio can be a powerful time marker. When I programmed WQAM/Miami-Ft. Lauderdale, I knew it was lunchtime when NBC News aired. If it hadn’t, I had more time; if it had already started, I was running late. Consistent execution builds listener trust.
Will They Care? Make Your Content Count
A PD I worked for years ago always said: Put your content through the “Who cares filter.” Keep that question in mind as you prep your show:
- Make it relevant—timely, topical, and useful.
- Speak directly to the listener—use “you” and “your” often.
- Reintroduce things frequently—listeners are constantly tuning in.
- Tease what’s coming up next—what’s coming in the next 10-15 minutes.
- Traffic still matters; sure, apps exist, but a quick update can be invaluable.
- Imaging should focus on the listener, their lifestyle, not just the station.
With competition fiercer than ever, stations that execute the basics best will win. Are you ready for Spring ratings?
About Radio Consulting Services
Radio Consulting Services is the multi-format consulting and programming services company advising stations on how to grow their audience. Every day, our winning Programming and Consulting team keeps radio stations on top. For more information on how Radio Consulting Services can help your company gain more listeners, achieve higher ratings and grow revenue, contact info@radioconsultingservices.com